ComMetrics poll: 2012 social media marketing trends

by Urs E. Gattiker on 2011/11/23 · 90 comments 14,421 views

2011-12-19 – Update – read and view the poll’s results – interesting trends for 2012

It’s that time of year again, when we try to ensure our preparation for next year’s digital and social media marketing challenges.
I thought I would reach out to our readers, and ask you to help me get a better idea of what difficulties we will have to cope with in the next year.

Article source – ComMetrics poll: 2012 social media marketing trends

Whether you work for a non-profit, government agency, Fortune 500 company, or are self-employed, if you use social media in your job (e.g., Twitter, Facebook, Blog, discussion forum, Tumblr, YouTube, Slideshare, Google Plus, Weibo, etc.), this poll is for you!

Thank you very much for your participation, and of course I will report about the results on this blog. In the meantime, please ensure you receive the findings first by being among our 5,000+ subscribers:

As always, I would love to read your comments below. What do YOU think will matter the most in 2012? Please share!!

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Tagged as: 2012, cost-benefit analysis, digital marketing, discussion forum, expert poll, Fortune 500 company, govenrment agency, marketing challenges, measurement, media marketing, poll, research, social media marketing, social media measurement, social media ROI, social networking, social web, survey, trend, trend spotting, trendwatch

http://twitter.com/commetrics/status/139131949007646720 Urs E. Gattiker

Can you pls help. Asking the experts. ComMetrics poll: 2012 social media marketing trends http://t.co/ZkTU3LHc #SMM
http://twitter.com/mycommetrics/status/139132665403146240 MyComMetrics

RT @ComMetrics Can you pls help. Asking the experts. ComMetrics poll: 2012 social media marketing trends http://t.co/Uxn2ePj0 #SMM
http://twitter.com/commetrics/status/139220536831119361 Urs E. Gattiker

Asking for your help. ComMetrics poll: 2012 social media marketing trends Pls fill in: http://t.co/ZkTU3LHc #SMM
http://twitter.com/birdbathbuzz/status/139229828627972096 Chris Isaac

ComMetrics poll: 2012 social media marketing trends http://t.co/ZUI7kXBn
http://twitter.com/joltsocialmedia/status/139235826163908608 Jolt Social Media

ComMetrics poll: 2012 social media marketing trends http://t.co/n01krDwi #socialmedia
http://twitter.com/marketingfltr/status/139237059956195329 Marketing Filter

RT @joltsocialmedia ComMetrics poll: 2012 social media marketing trends http://t.co/Q7p84iV1 #socialmedia
http://twitter.com/wefdavos/status/139240851145625600 World Economic Forum

#tips2follow – ComMetrics poll: 2012 social media marketing trends: What will be your biggest s… http://t.co/6OTkjY6V – #metrics2watch
http://twitter.com/proimagemedia/status/139249272414674946 Joanne Cairns

@proimagemedia ComMetrics poll 2012 social media marketing trends » ask you to …: It's that time … http://t.co/c6TKzBjH #socialmedia
http://twitter.com/jazminri/status/139276919437930497 Kesinee

Vote poll,u'll get a result immediately.RT @ComMetrics: ComMetrics poll: 2012 social media marketing trends #ComMetrics http://t.co/u6IqJZdi
http://twitter.com/thesocialmined/status/139421696359809024 The Social Min(e)d

#SocialMedia #Metric ComMetrics poll: 2012 social media marketing trends » ask you to …: It's that time of yea… http://t.co/LolNL9qq
http://twitter.com/aldognocchi/status/139615075580391424 Aldo Gnocchi

What are the Social Media Trends 2012? RT @ComMetrics: ComMetrics poll: 2012 social media marketing trends #ComMetrics http://t.co/QNZ25mjA
http://twitter.com/commetrics/status/139629716675104768 Urs E. Gattiker

@AudreyFleury have you filled out our poll yet – #SMM trends for 2012. What you think? You get instant results: http://t.co/ZkTU3LHc
http://twitter.com/birgitzz/status/139724658617491456 Birgit Schefer

What are the Social Media Trends 2012? RT @ComMetrics: ComMetrics poll: 2012 social media marketing trends #ComMetrics http://t.co/QNZ25mjA
http://twitter.com/kimpalt/status/139834895345266689 Kim Alt

ComMetrics poll: 2012 social media marketing trends » ask you to …: It's that time of year again, when we try … http://t.co/bMJ1VTzq
http://twitter.com/kimpalt/status/139834895471099904 Kim Alt

ComMetrics poll: 2012 social media marketing trends » ask you to …: It's that time of year again, when we try … http://t.co/6GM4c7oQ
http://twitter.com/whitepapers/status/139947002657124352 WhitePapers

RT @Jazminri Vote poll,u'll get a result immediately #ComMetrics poll: 2012 social media marketing trends http://t.co/uMjcNulG #SMM
http://twitter.com/commetrics/status/139948207730982913 Urs E. Gattiker

#ComMetrics #poll.#Socialmedia #marketing: 2012's biggest challenge? Your vote counts: http://t.co/G6uwgZbl #engagement
Gaby

After voting, here are some additional thougths from me:

All those “human” issues that have been avoided in many SMEs and in some large companies will become more and more important. Social Media has opened the gate to transparency and flat and direct communication.

People, especially the younger ones, expect this from the “real world”, namely from their employers.

My top spots (not in any specific order):

employer branding
internal communication
brand building (and here I mean building a unique brand, not copying others)
real sustainability
people-centred leadership instead of profit-based leadership

Cheers,

Gaby
- http://info.drkpi.ch/articles/social-media-marketing-fur-den-kmu Urs E. Gattiker
  
  Dear @99b3f03afeaf6af31aeeb50568d418e2:disqus thanks for stopping by.
  
  I appreciate your points especially employer branding and internal communication and of course people-centered leadership.
  
  However, these issues have been a matter of concern for some time. But I am not sure if social media has changed much here.
  Social media gives you the opportunity to
  know the conversation while being able to collaborate in new ways with
  stakeholders and/or customers. The conversation
  is the strategy.Your point I feel makes it clear that we have to be opening up to collaborating and communicating with these stakeholder groups. Only then does the organization begin to use social media beyond its inhibiting marketing focus.Thanks so much for sharing, Gaby.
  - Olga Henggi
    
    Hi Urs,
    
    I voted for privacy – just my experience with the Swiss customers. The majority of them still have this concern. I think there are a lot of stereotypes that SM has now and maybe the next year will help people incease confidence in using SM for business and life.
    
    Best,
    Olga
    - http://info.drkpi.ch/articles/social-media-marketing-fur-den-kmu Urs E. Gattiker
      
      @5968f5947815ced3338c913ce110e180:disqus Thanks so much for your information Olga. Appreciate you filling in the poll but, as importantly, mentioning why you circled a particular reply.
      
      Others have mentioned this as well and pointed out the challenge about not revealing proprietary information and so forth. Nevertheless, this is a risk that will continue and even if the company does not use social media, employees may privately and divulge information during an after work apéro (face-to-face, I mean).
      
      This also points out that there is clearly a difference between younger and older users as well. I just found this paper from a US lawyer (easy to read, thoughtful piece) about this issue and also how it relates to iPhone, Facebook and so forth. Recommended reading:
      
      Zansberg, Steven D. and Fischer, Janna, K. (November 2011). Privacy expectations in online social media – an emerging generational devide? Communications Lawyer, 28(3), pp. 1-9 (free download)
      
      Thanks Olga for sharing.
  - Taina
    
    Hi Gaby, Hi Urs,
    concerning Social Media 2012 the most interesting challenges for Social Media will be for myself: – Using Social Media for Research – Using Social Media in Product Development Just to give your more ideas – Using Social Media for Product Development – there are plenty of possibilities to enhance the product development process through Social Media. The best is to implement Social Media in your Product Development steps – from fist thoughts, need identification, creation, development, launch process & After Sales (e.g. maintenance). Using Social Media for Research – processes can analyze hundreds of posts, tweets, blogs and other Social Media content to determine key themes, sentiments, influencers and so on. All this information you can use for your business strategy. Cheers, Taina
    - http://info.drkpi.ch/articles/social-media-marketing-fur-den-kmu Urs E. Gattiker
      
      @baec4aa0146f7b39387cd41a76629608:disqus Thanks so much for your reply wonderful.
      
      After sales in the product development process is a great suggestion for using social media. Nevertheless, all these challenges require that companies are open to social media and have a conversation with their clients to gain the trust and involvement that makes this problem.
      
      Although recent research indicates that Twitter does not provide us enough information to predict the future such as election outcomes:
      
      Gayo-Avello, Daniel. (October 2011) Don’t turn social media into another ‘literary digest’ poll. Communications of the ACM, 54(10), pp. 121-128. doi: 10.1145/2001269.2001297. Retrieved November 25, 2011
      
      Nevertheless, I agree that for client services and much more social media can provide us with much information.
      
      Thanks Taina for sharing.
http://twitter.com/commetrics/status/140075804083224576 Urs E. Gattiker

Thank you @GabyFeile for your comment:#ComMetrics #poll, view results. Social media challenges 2012 http://t.co/4NdCKraM
http://twitter.com/AldoGnocchi Aldo Gnocchi

The greatest headache in 2012 will be caused by the budgets that will
still be not sufficent to really fuel the social media potential.

Concerning topics for 2012 i’m sure things like:

– Social Recruiting
– Employer Branding
– Crowdsourcing
– Customer Service
and
– Social Commerce will gain in relevance.

What’s your opinion about the next big social media topics for 2012?
- http://info.drkpi.ch/articles/social-media-marketing-fur-den-kmu Urs E. Gattiker
  
  Hi @twitter-26943860:disqus – thanks for stopping by and commening on the @Commetrics:disqus 2012 poll about social media marketing.
  
  I surely see your point and agree with the fact that the size of one’s budget has a real effect on these things and as @99b3f03afeaf6af31aeeb50568d418e2:disqus pointed out below, SMEs have a particular constraint here while larger firms might just not want to pay for outside help. This is maybe done in the opinion that it can be done better in-house…
  
  If I knew what will happen looking into my crystal ball. However, I think ever more I find the confusion between engagement and conversation a problem. In fact, just recently I came across another measurement study that pointed this out. It showed how difficult it is to provide those metrics that show a relationship between social media and key drivers (e.g., brand awareness, customer returns and follow-up orders). As well, how people measure engagement versus conversation should go beyond Likes on Facebook should it not.
  
  Aldo, what you think?
http://twitter.com/commetrics/status/140105558698106880 Urs E. Gattiker

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2012 social media marketing trends ~ http://t.co/B9oCrQ3W {Oh "do tell" ??} #socialmedia #SMM #marketing #branding | Eng@ge
Suzie Easter

It worked for me. My greatest challenge is keeping up with all the new stuff and changes. Secondarily I need comparison charts b/c I don’t have the time to use everything enough to really “know” the alternatives.
- http://info.drkpi.ch/articles/social-media-marketing-fur-den-kmu Urs E. Gattiker
  
  @58183d8b386e7e2e3e68be3e5d136941:disqus Thanks so much for stopping by and filling out this poll while, most importantly, adding your ideas to this blog post about the @ComMetrics:twitter poll as a comment.
  
  Besides keeping up with all the new challenges including Google + (my headache right now…. learning about how to work with Ripples).
  
  ===> great post about it: http://commetrics.drkpi.ch/?p=16791/#comments
  
  You need comparison charts…. but here is my question just looking at your blog:
  
  1. – what kind of numbers comparing year 2011 with 2010?
  2. – what measure? …. measuring engagement, conversation, just raw numbers?
  
  Please help me out on this one and, Suzie thanks in advance.
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http://twitter.com/commetrics/status/142615724408569856 Urs E. Gattiker

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http://twitter.com/mycommetrics/status/142615724697989120 MyComMetrics

Voted yet? Tell us the 2012 #socialmedia challenges you will face? Pls. leave a comment http://t.co/odxMvBCe #SMM
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http://twitter.com/commetrics/status/147432300886495232 Urs E. Gattiker

Please fill in poll about 2012 #SMM trends – last chance – what are your biz challenges for 2012? http://t.co/G6uwgZbl
http://twitter.com/mycommetrics/status/147432300756471809 MyComMetrics

Please fill in poll about 2012 #SMM trends – last chance – what are your biz challenges for 2012? http://t.co/C9WDOjzn
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Please fill in poll about 2012 #SMM trends – last chance – what are your biz challenges for 2012? http://t.co/otdOyRHk
http://twitter.com/casescontact/status/147432303650541569 CASEScontact

Please fill in poll about 2012 #SMM trends – last chance – what are your biz challenges for 2012? http://t.co/C0WrmVxt
http://e-ffectica.pl/blog/reklama-banerowa-nowe-standardy-reklamy-display/ dom mediowy

Thanks for sharing the social media marketing trends and it useful for the seo and keep update.
- http://commetrics.drkpi.ch/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker
  
  Dear @Igrandrews78:disqus
  Thanks for sharing your thoughts.
  I really appreciate your comment “keep update. I did right here:
  
  Social Media Marketing 2012: ‘Mid-Year’ Update – Biggest Challenges (grösste Herausforderungen) (click on this URL to fill out poll right now, merci).
  
  Please share with your friends and I will keep you posted about the results on this blog in about a months time.
  
  Thanks Urs @CyTRAP:twitter @ComMetrics:twitter
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